No Smile
不予微笑
在服務行業工作，要對顧客保持微笑，這似乎是一種社會共識，在處處展現微笑和熱情而聞名的日本更是如此。日本麥當勞還將“免費微笑”寫在菜單欄上，顧客甚至可以將“免費微笑”加入購物車，工作中保持微笑是員工的行事準則。
一直以來強調熱情和微笑的麥當勞，去年邀請歌手Ano合作發布了一支《不予微笑》的歌舞片。通過歌曲，麥當勞打破了累積多年的品牌資產，重塑了價值觀“對員工來說，微笑不應該是一種迫使，工作不微笑也可以，員工可以按照自己的性格真實地工作，不需要強顏歡笑?！?/p>
同時，麥當勞也徹查了品牌的所有招聘標準和手冊，將“微笑”從標準中刪除，招聘宣傳語也從“用你的微笑工作”，改為“用你的風格工作”，為打工人創造了更友好的工作環境。麥當勞的舉措，重新贏得了Z世代打工人的好感，受到Z時代的歡迎，而日本麥當勞也迎來了運營50年來，求職申請人數首度超過10萬人的歷史新高。
Casevideo
麥當勞此次合作的歌手Ano，深受Z世代的喜愛，她以“不茍言笑的偶像”而聞名，也曾經歷過因為無法在兼職中保持微笑而被解雇。
項目信息
品牌/廣告主
McDonald’s 麥當勞
營銷機構
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獎項榮譽
2025
D&AD Awards
Sound Design & Use of Music | Artist & Brand Collaboration
Wood Pencil
2025
CLIO Awards
Social Media | Specific Target Audience
Silver
2025
CLIO Awards
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Bronze
2025
The One Show
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Merit
2025
The One Show
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Gold Pencil
2025
The One Show
Best of Music & Sound Craft
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2025
The One Show
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Silver Pencil
2025
The One Show
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Merit
2025
The One Show
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Silver Pencil
2025
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Bronze Cube
2025
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2025
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Grand Prix
2025
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2025
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Bronze Spike
2025
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Creative Strategy | Collaboration
Bronze Spike
2025
Spikes Asia
Entertainment | Audio Content
Shortlist
2025
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Shortlist
2024
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Bronze
2024
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Gold
2024
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Bronze
2024
LIA
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Gold
2024
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2024
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2024
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2024
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2024
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2024
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2024
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